Campaign details
Brand: Reese's Agency: Zeno Group
Situation Analysis
The #1 selling Halloween candy brand, Reese's, set out to save Halloween 2018 by swapping out the candy you don't like for the candy you love.
More than 30% of candy purchased for Halloween is bought the week leading up to the holiday, underscoring the importance of chatter in the last 7 days of the shopping season. However, for most media this is too late for their staple Halloween coverage, which typically consists of limited-time products and innovations hitting as early as Labor Day.
So how...